4 • July 2026 • Powersports Business

In Harley- Davidson’ s Q4 and end- of- year financial report, the company said it was positioning 2026 as a transition year as it works to stabilize operations following a challenging 2025. Appleton Harley- Davidson in Wisconsin is also using 2026 as a transition year, and is celebrating 50 years in business with the opening of a new, larger dealership.

“ We’ re celebrating our 50th anniversary this year,” general manager Joshua Doughty told Milwaukee- area news outlet Spectrum News 1 in an interview.“ This gives us a nice stepping stone to get to the next 50 years of Appleton Harley- Davidson’ s history and legacy.”

Doughty’ s father first opened Appleton H- D in 1976, and the dealership has been owned by the same family ever since. Joshua took over as owner in 2017.

The new building is the next chapter in the dealership’ s 50− year history, but also a response to the store’ s recent revenue increases. Doughty says new leadership at Harley- Davidson certainly hasn’ t hurt the business, and he has been impressed so far with the direction CEO Artie Starrs is taking The Motor Company, saying he is putting

Appleton Harley-Davidson opens its new facility, as the dealership also celebrates 50 years in business.( Photo: Appleton Harley-Davidson / Facebook)

more energy behind the brand and across its dealer network.

Doughty also mentioned he’ s excited about Harley’ s new entry- level model, the Sprint, which he believes can introduce Harley- Davidson to a new generation of riders.

“ If someone searches the Harley- Davidson Motor Co. website right now, they don’ t see anything in that entry- level area,” he told Spectrum News 1.“ That’ s where the Sprint should be filling in that void to get new people into and on a new Harley- Davidson motorcycle.” www. powersportsbusiness. com Editorial and Sales: 763.383.4400 Subscriber Service: 763.383.4492

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RideNow Group has relocated and expanded its Gainesville, Florida, dealership, opening a new flagship powersports superstore designed to support larger inventory levels, expanded service operations and increased community engagement.

The new RideNow Powersports Gainesville facility recently opened at 4222 NW 13th St., less than a mile from the dealership’ s previous location. The move gives the dealership a significantly larger footprint, highlighted by a 25,000−square-foot indoor showroom and an expanded paved outdoor display area.

According to RideNow, the new store increases showroom capacity by 150 %. It allows the dealership to stock more than 500 units across multiple vehicle categories, including motorcycles, ATVs, side-by-sides and personal watercraft.

The dealership carries major powersports brands including Can-Am, Honda, Suzuki, Yamaha, Sea-Doo, CFMOTO, Kayo

The new RideNow Powersports Gainesville facility recently opened at 4222 NW 13th St., less than a mile from the dealership’ s previous location.( Photo: Google Maps)

and Denago, along with a selection of preowned vehicles.

“ This new facility will deliver a significantly enhanced customer experience, with a much larger indoor showroom and an expansive paved lot, which will be perfect for our monthly Bike Nights and other local events,” says Pete Strebbing, general manager of RideNow Powersports Gainesville.“ Our increased inventory ensures customers can find the perfect ride for their next adventure— whether on pavement, dirt or water.”

In addition to expanding its vehicle inventory, the dealership has increased the size of its service department and parts, accessories, and apparel operations. RideNow says the larger facility is expected to create additional employment opportunities in the Gainesville market.

The company views the Gainesville project as part of its broader strategy to improve customer experience while supporting long-term growth.

“ We are constantly looking for ways to elevate the buying experience for our customers,” says Cam Tkach, chief operating officer of RideNow.“ This new Gainesville superstore is a perfect example of our strategy in action.”

RideNow, which operates dealerships nationwide, is considered one of the largest powersports retail groups in the United States, offering new and pre-owned motorcycles, ATVs, UTVs, personal watercraft and related products and services.

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instead urging attention toward the longterm health of the Harley- Davidson brand and dealer network.

The council said dealers are more concerned with growing ridership, improving customer experiences and maintaining profitable dealerships than engaging in public controversies.

“ As dealers, we are less concerned with headlines and outside commentary than we are with the actions being taken to support riders and strengthen the Harley- Davidson experience,” the group wrote.

The council includes Harley- Davidson dealers from multiple states, representing stores across major markets throughout the United States.

The public endorsement arrives at a critical time for Harley- Davidson as the company continues executing its Back to the Bricks strategy amid a challenging retail environment, declining heavyweight motorcycle sales across the industry and increasing competition for both new and younger riders. While the social media battle between Harley- Davidson critics and Indian supporters has generated significant online attention.

Dealer leaders emphasized that collaboration between the manufacturer and its retail network remains the most important factor in the brand’ s longterm success.

The council concluded by stating that Harley- Davidson is best served by“ working together toward shared success” and pledged its continued support for Starrs and the company’ s leadership team.